Avon anti-aging claims attract US lawsuit

Avon has found itself in hot water once again after a US law firm filed a class action lawsuit against the beauty behemoth over claims made about its anti-aging products; which have been deemed ‘misleading’.

Attorneys Roland Tellis and Mark Pifko represent the plaintiffs in the case; which is believed to be the first lawsuit filed against Avon regarding the deceptive advertising of these products.

“While many beauty companies tend to make seemingly outlandish promises about their products, Avon has crossed the line,” said attorney Mark Pifko.

“Avon used aggressive, predatory marketing techniques specifically designed to mislead consumers into believing that the Avon anti-aging products offered ‘at-home answers’ to ‘procedures found in a dermatologist’s office,’ and were capable of turning back the time. That’s simply not the case.”

In the advertising materials associated with the Anew anti-aging line, the company promises superior results when compared to other, similar products.

Other FDA cases

According to Los Angeles-based Baron and Budd, Avon utilizes these false claims to charge consumers more money for their products.

Avon was not available for comment on the case at the time of publishing.

Earlier this month, the FDA issued a warning to Avon, stating that its Anew anti-aging products made misleading claims and asked the beauty firm to tone this down.

Avon has found itself in hot water once again after a US law firm filed a class action lawsuit against the beauty behemoth over claims made about its anti-aging products; which have been deemed ‘misleading’.